Goodbye, Steve.
Hello, Felicity.
Meet Felicity, the new face of RACT
Insurance. In fact, Felicity is in
charge of the amazing world that
is known as the RACT Insurance
Research and Development Facility.
For several years an RACT Insurance customer called Steve manipulated
the now famous blue cube, demonstrating the ease with which
customers could solve their insurance problems.
Now, thanks to a whole new suite of television commercials, Felicity will
take over the reins as RACT Insurance spokesperson – this time from
the perspective of an RACT Insurance staff member who is working
behind the scenes to develop insurance policies that specifically suit
the needs of Tasmanians.
The cube is still the main feature of this campaign; however, it is now
being used to incorporate the overwhelming sense that RACT Insurance
is first and foremost a true Tasmanian brand – dedicated to a strong
sense of service, responsiveness and a unique understanding of the
special requirements of Tasmanians.
“By introducing Felicity,” said Trent Sayers, Chief Executive of RACT
Insurance, “we can communicate a greater emphasis on the individual
customer and their personal needs and desires. You see, Felicity’s
primary task is to develop insurance products that are specifically
designed to meet the needs of her fellow Tasmanians. She is dedicated
to her task, and will leave no stone unturned in her quest to bring quality
solutions for our customers.”
As a character, Felicity becomes a representative of all RACT Insurance
staff, who are, of course, proudly Tasmanian. Along with her trusted
team, she exhibits an understanding of local problems and conditions
that only someone living here could possibly display.
The major element in the evolution of the new cube campaign is the shift
from talking about insurance in general terms to talking about solutions
that are specifically designed to suit the needs of Tasmanians.
“Felicity allows us to highlight the cube as the ‘local hero’ – the policy
that has been developed and tweaked until it is just right for our unique
conditions,” said Trent Sayers.
“She becomes the direct link between RACT Insurance and our
customers, allowing us to show that we are listening and responding
to their needs – that we are, indeed, solving their insurance problems.”
Felicity’s enthusiasm, local knowledge and personality are sure to
engage and connect with Tasmanians. After all, just like you, RACT
Insurance is 100% Tasmanian – and proud of it.
June / July 2011 37